The Holmes Report understands that Twitter is aiming to continue building its consumer and lifestyle positioning, in a bid to boost acquisition.

While Twitter's active UK user numbers have grown rapidly to 15m, a source familiar with the situation noted that the company is seeking broader mass-market appeal beyond the "chatterati".

Despite slowing overall user growth, Twitter's UK revenues tripled in 2013 to £46m, and are expected to reach £180m by 2015. The figures suggest that the UK is becoming a key revenue generator for the company, accounting for more than 11% of global income last year.